Template-type: ReDIF-Article 1.0 Author-Name: Chiara Mauri Title: Place branding: a cross-road between academics of many disciplines and practitioners. Call for "a" articles written by marketing academicians! Abstract: Classification-JEL: Keywords: Note: Pages:7-12 Volume: 2016/4 Year: 2016 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=57682&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2016-004001 Number: 1 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=57682 Template-type: ReDIF-Article 1.0 Author-Name: Maria Vernuccio Author-Name: Tiziano Vescovi Title: Branding in the digital era Abstract: Classification-JEL: Keywords: Note: Pages:15-22 Volume: 2016/4 Year: 2016 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=57683&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2016-004002 Number: 2 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=57683 Template-type: ReDIF-Article 1.0 Author-Name: Agostino Vollero Author-Name: Daniele Dalli Author-Name: Alfonso Siano Title: Brand negotiation and brand management. An actor-network theory perspective Abstract: Over the last two decades, firms have been gradually losing control over their brands given the growing number and variety of brand meaning sources, boosted by digital and interactive tools, often managed by consumers and other stakeholders. Scholars from different disciplines have started to conceptualize brands as the result of social interactions between multiple actors. Increasingly, online consumer power seems to be one of the major forces that drive brand evolution in an interactive and participative marketing environment. The impact of different empowered initiatives range from positive effects on brand building to negative influence on consistency of brands, thus potentially resulting in incoherent brand representations. Based on the constructivist epistemology of Actor-Network Theory (ANT), we propose the "negotiation of brands" construct as a theoretical tool that proves to be useful in analysing brand structures and dynamics, at the crossroad between brand management and consumption practices. We maintain that this approach is necessary to theorize how shared value is created in a setting in which different perspectives and actors interact, considering companies and consumers as the leading forces in the process. We also argue that brands can be interpreted as an "obligatory passage point" (OPP) that mediates all the interactions between other actors (e.g., firms, products, individual consumers, groups, social movements, media), thus determining and allowing the setting up of negotiation spaces. This novel conceptualization contributes to challenge the traditional brand management approach, thus suggesting a novel perspective of branding in the digital era that is grounded in the mediations between value and meaning contributions put forward by different actors. This approach becomes critical in current interactive marketplaces as it might allow brand managers to nurture different paths of brand development through the reconciliation of various stakeholders? instances. Classification-JEL: Keywords: Note: Pages:23-41 Volume: 2016/4 Year: 2016 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=57684&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2016-004003 Number: 3 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=57684 Template-type: ReDIF-Article 1.0 Author-Name: Matteo Corciolani Author-Name: Giacomo Gistri Author-Name: Stefano Pace Title: Exploring the palm oil crisis through the lens of different social media: an analysis of facebook, youtube and twitter contents Abstract: This article contributes to the current debate about the co-creation of brand meanings through social media. In particular, we focus on the construction and dissemination of negative meanings about brands. Through a content analysis of usergenerated contents published on Facebook, YouTube and Twitter, we explore how consumers criticize companies? use of palm oil. Specifically, we analyze the various topics that the palm oil issue is associated with (e.g., health problems, environmental issues) on the three social media platforms. Moreover, we investigate how the platforms differ in the language style (i.e., level of self-reference, cognitive complexity, detailed information and emotional references) used in the discussion about this topic. Our results have important implications for all companies facing brand crises through social media. Particularly, we show that, depending on the social media platform, companies should emphasize different topics and use diverse communication styles while responding to the crisis. Classification-JEL: Keywords: Note: Pages:43-64 Volume: 2016/4 Year: 2016 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=57685&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2016-004004 Number: 4 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=57685 Template-type: ReDIF-Article 1.0 Author-Name: Riccardo Rialti Author-Name: Lamberto Zollo Author-Name: Alessandro Caliandro Author-Name: Cristiano Ciappei Title: Social media strategies to protect brand image and corporate reputation in the digital era: a digital investigation of the Eni vs. Report case Abstract: Over the last decade digital technologies have significantly affected branding strategies and corporate reputation monitoring. Due to the diffusion of digital platforms, stakeholders and consumers have become more engaged in marketing strategies. Specifically, the "consumer decision journey" has represented a new paradigmatic shift in recent marketing literature. The advent of social networking sites has indeed caused an increase of digital touch points, which foster the connection between brand strategists and consumers. Hence, nowadays consumers may directly express their opinions about companies? practices and products using the Internet. Because of this emerging phenomenon, modern marketing strategies are progressively focusing on preserving corporate reputations in the digital environment. In order to better understand how monitoring corporate reputations and responding to consumers to avoid the rise of negative brand perceptions, this explorative paper analyses the digital response strategy implemented by Eni, the largest Italian oil and gas company. The case explored consists of a digital investigation on Twitter, aimed at investigating how Eni?s digital counterattack strategies affected consumers? perceptions after accusations moved by Report, a popular Italian journalism TV programme. The conclusions suggest that real-time digital counterattack strategies on social networking sites represent effective strategies to preserve corporate reputations as perceived by customers. Classification-JEL: Keywords: Note: Pages:65-84 Volume: 2016/4 Year: 2016 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=57686&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2016-004005 Number: 5 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=57686 Template-type: ReDIF-Article 1.0 Author-Name: Alessandra Mazzei Author-Name: Alfonsa Butera Title: Brand consistent behavior of employees on social media: the role of social media governance and policies Abstract: Employee behavior on social media is an opportunity for brand building as customers perceive it as highly authentic. But employees could spread inappropriate messages or breach rules. Companies increasingly adopt social media policies (SMP), providing employees with guidelines. This paper proposes two models of SMP. Enabling SMP stimulate authentic employee brand consistent behavior to seize opportunities by means of balanced governance. Prescriptive SMP suggest or restrict employee behavior to prevent risks by means of managerial control. A content analysis of 25 SMP reveals a homogeneous distribution. Companies should adopt social media governance, and integrate SMP with training, communication and human resource management, to sustain employee brand consistent behavior. Classification-JEL: Keywords: Note: Pages:85-106 Volume: 2016/4 Year: 2016 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=57687&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2016-004006 Number: 6 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=57687 Template-type: ReDIF-Article 1.0 Author-Name: Chiara Cant? Author-Name: Alessandra Tzannis Title: The service innovation in healthcare network Abstract: Ageing population and chronic diseases are main issues for the Italian Healthcare System, requiring the development of service innovations. What are the drivers to develop service innovation in healthcare? In which way service innovation, particularly teleservices, can create value in health context? What are the key actors involved in the generation of value related to healthcare service innovation? This paper discusses the case of SPIDER@Lecco which aim is to create a rehabilitation ecosystem to offer new telemedicine services. This project turns out to be interesting for its open innovation perspective. The development of innovative healthcare services requires to overcome the technology push approach adopting a collaborative approach. The collaboration among heterogeneous actors characterized by different competences outlines the Healthcare Network. Classification-JEL: Keywords: Note: Pages:109-130 Volume: 2016/4 Year: 2016 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=57688&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2016-004007 Number: 7 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=57688 Template-type: ReDIF-Article 1.0 Author-Name: Bernardo Bertoldi Author-Name: Chiara Giachino Author-Name: Alberto Pastore Title: Strategic pricing management in the omnichannel era Abstract: The omnichannel era is arriving faster than expected and some of its players are disrupting the fashion industry. Although there is in the hands of managers an incredible richness of data and a huge computing power, the literature has not developed models to approach the new pricing environment. The present models are rigid, based on historical data and focused on internal variables, moreover almost no one has been applied in the real word by real decision making managers. In this article, we applied a flexible, forward looking and fuzzy based model with real management decisions attached and we proved that, leveraging technology, strategic pricing management is a (the) key marketing variable in the omnichannel world to manage demand. Classification-JEL: Keywords: Note: Pages:131-152 Volume: 2016/4 Year: 2016 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=57689&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2016-004008 Number: 8 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=57689 Template-type: ReDIF-Article 1.0 Author-Name: Francesca Ceruti Author-Name: Alice Mazzucchelli Author-Name: Angelo Di Gregorio Title: E-commerce or s-commerce? A managerial perspective on website design features Abstract: E-commerce has rapidly evolved in the last decade. Using Web 2.0 and online social media, many e-tailers are transforming the ways in which they are building relationships with customers. In this environment, social commerce has the potential to significantly enhance the firm competitive advantage by having a positive impact especially on customer relationships and on revenue growth. With the emerging popularity and rapid growth of social commerce, our research aims to exploring, from a managerial perspective, the emerging strategies of stailers compared to e-tailers in Italy, pointing out their key design features and their different approaches in this changing environment. The study was carried out through in-depth interviews with digital and e-commerce managers. The results show that in Italy s-commerce is not so widespread. Furthermore, the few s-tailers are trying to interact and assist consumers in their buying behavior through social activities and the so called Web 2.0 applications. Classification-JEL: Keywords: Note: Pages:153-173 Volume: 2016/4 Year: 2016 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=57690&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2016-004009 Number: 9 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=57690 Template-type: ReDIF-Article 1.0 Author-Name: Gennaro Iasevoli Title: Book reviews Abstract: Classification-JEL: Keywords: Note: Pages:177-179 Volume: 2016/4 Year: 2016 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=57691&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2016-004010 Number: 10